Author: Dean Takahashi / Source: VentureBeat
Push notifications have been a godsend for mobile publishers and bloggers. They remind people that there is something important for them to view in an app or on a website they subscribe to. But over time, push notifications can be viewed as spammy, and Spain’s Marfeel is measuring just where that line should be drawn.
Marfeel has launched a data-backed strategy to increase Subscriber Lifetime Value, or the time that someone subscribes to a mobile site or app. Push notifications can help extend the life of a subscriber, but they can also hasten the person’s exit if they’re too, uh, pushy.
Barcelona-based Marfeel said in a white paper released today that its strategy is used to inform an automated framework that can be applied to any publisher, increasing Subscriber Lifetime Value and the website visits and advertising revenue generated by push notifications.
The publisher problem
Now that mobile visitors can account for the majority of publishers’ traffic, push notifications have become a key part of many engagement strategies. (Push notifications are automated messages sent to users of a native app or Progressive Web App to drive visits back to the application when it is not open.)
And push notifications have taken the digital publishing world by storm, Marfeel said. In 2018, a survey found that approximately 19 percent of the publishing and blogging industry has adopted push notifications to drive more traffic, second only to ecommerce websites.
Changes within the publishing industry and their impact on traffic and ad revenue make intelligent automation even more important for digital publishers. In this volatile period, push notifications have given publishers a direct line to their audience, increasing the opportunity to build stickiness and brand evangelism.
Catching the reader at the right time with the right message
However, there is a catch. Studies have also found that engagement from notifications wanes over time. And with brand loyalty increasingly driving the survival of publisher websites, optimizing traffic retention using more precise measurements is critical.
Marfeel now delivers automatic push notifications from 123 publishers already using its features to optimize their mobile performance. The company says publishers generate an average of 6.5 percent of their traffic from its push notification solution, with the highest reaching 20 percent.
The Marfeel study
To test the true value added to publishers from their push notification strategies, Marfeel examined the life cycle and behavior of all subscribers.
The company created a series of controlled experiments over 5…
The post Marfeel tests the value of push notifications for publishers appeared first on FeedBox.